A Behavioral Experiment in the Social Sector
Project Background and Main Objectives
Despite ongoing awareness efforts, food waste remains one of the most prominent challenges affecting food security in the Kingdom. Traditional initiatives have focused on education and general messaging, but their actual impact on changing household behavior has remained limited. Therefore, the need emerged for a new approach based on understanding human behavior and transforming it into practical, measurable interventions.
The Challenge
- High rates of food waste at the household level.
- Limited impact of awareness campaigns that rely on general advice.
- A need for data-driven solutions that change behavior rather than simply provide guidance.
Methodology
A field behavioral experiment was developed that included:
- Designing an experimental intervention with three groups: a primary intervention, an alternative intervention, and a comparison group.
- Using behavioral tools such as SMS messages and smart reminders.
- Implementing the experiment over a period of six months, with quantitative measurement of waste before and after the intervention.
- Engaging behavioral and nutrition experts to develop messages and refine measurement tools.
Project Impact
- A reduction of approximately 40% in food waste among the targeted group.
- Demonstrating the superiority of behavioral approaches over traditional campaigns.
- Providing a pilot model that can be scaled into a national policy.
- Supplying a behavioral database that helps design more accurate future interventions.
